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February 4, 2010

Efficiency, Differentiation and Involvers are the 2009 Merchandising Trifecta

Merchandising results from the e-tailing group’s 12^th Annual Mystery Shopping Study find leading merchants focused on reaching the bar and raising stakes to improve the overall customer experience and boost sales,” noted Lauren Freedman, President of the e-tailing group. “Throughout our review of 100 websites we observed merchants being attentive to efficiencies for ease of use, differentiators to drive conversion, Phentermine from canadian pharmacy, and involvers to engage customers as evidenced by the increased penetration of core metrics year-over-year (2009 vs. 2008) that we have summarized in this release.”

EFFICIENCIES FOR EASE OF USE

Search has become increasingly sophisticated with category-centric complexity

Merchants see the value of on-site search and are investing to ensure more accurate results. Keyword search has become the norm as 100% of the EG100 sites now offer this metric while advanced search penetration increased slightly from last year (18% vs. 15%) due to a majority of merchants implementing in-depth refined search results (90% vs, order Phentermine no prescription. 85%), as well as providing guided navigation (74% vs, Phentermine For Sale. 63%), and landing page sorts (87% vs. Australia, uk, us, usa, canada, mexico, india, craiglist, ebay, 77%), all of which help reduce click-throughs and expedite finding desired products. Surprising is the relatively low number of merchants who recognize the need to further merchandise these search results pages (15% vs. 24%), online buying Phentermine.

Enabling shoppers to view all Phentermine For Sale, (53% vs. 46%) or choose from a number of category-appropriate “shop by” attributes streamlines the customers’ experience. With an increase in shop by color of 11%, Buy Phentermine no prescription, shop by brand/shop by price 8%, and shop by size 7%, merchants obviously realize that if they force customers to run the gauntlet in order to find items, site abandonment is likely, Phentermine for sale, in favor of a competitor that offers more efficient search/shop options.

A more natural shopping environment is conducive to spending time/money on a site

In the past once something was added to the cart, merchants virtually pushed customers through the checkout line and “out the door.” With the proliferation of perpetual carts (92% vs. 77%) and fast buy/direct to cart buying (62% vs. 39%) customers are fully aware of cart contents as they browse the site, adding product along the way, Phentermine For Sale. The increase in perpetual carts also keeps shoppers on product pages (41% vs, where can i order Phentermine without prescription. 29%) rather than landing in the shopping cart (59% vs. 71%), Purchase Phentermine online no prescription, giving them additional flexibility and more time to shop the site.

With 7% more merchants offering deferred payment plans, predominantly BillMeLater (47% vs. 40%) and an 11% increase in the presence of PayPal Phentermine For Sale, (34% vs. 23%) year-over-year, rx free Phentermine, merchants realize that offering alternative payment options will likely increase a customer’s propensity to buy.  In the case of PayPal, this also helps attract shoppers who are still skittish about exposing their credit card number to potential online predators and extends audience reach. Online buy Phentermine without a prescription, DIFFERENTIATORS TO DRIVE CONVERSION

Merchants need a way to set themselves apart from their competitors

In these tough economic times merchants are deploying a variety of tactics to differentiate their unique product mix and individually target shoppers. From channel and/or merchant exclusives (72% vs. 65%), to product personalization (37% vs, Phentermine price. 24%) they are creating a reason for shoppers to come to their websites, Phentermine For Sale.

A new metric reveals that 35% of the EG100 are now promoting product awards received; leveraging publicity to tout items and validate their presence as “players in the industry.”

Onsite, such positioning is apparent by the 22% growth of top sellers/customer favorites (72% vs. Buy Phentermine from mexico, 59%) that showcase preferred products, suggestively giving customers confidence to buy what others have given their “stamp of approval.”

Generically and on product pages video entertains and educates

With the popularity of social networking trending upward, 49% of the EG100 merchants are availing themselves of streaming video/audio to host branded content, often on social platforms as well as their websites.  Merchants who offer guides and how-to content are also embracing this technology, where can i buy Phentermine online, as evidenced by 24% more of these tools available in audio/video format than last year (61% vs. 49%). Buy Phentermine online no prescription, This year we also specifically benchmarked the penetration of video product demos on product pages which 55% offer. Phentermine For Sale, Categorically, all of the Mass Merchants as well as those selling Books/Music/Media, Technology, and Office Supplies provided these helpful tools, in many cases supplied by their vendors.

Merchants have always known the value of merchandising via up-selling and cross-selling but have not always devoted the time and effort to get it right, buy cheap Phentermine no rx. In a tough economic environment we are seeing more retailers enlist these tactics and excel at their execution from the product page (98% vs. 95%) to the shopping cart (78% vs. Buy Phentermine without prescription, 73%) although relevancy rankings on a 5-point scale did drop slightly, respectively scoring 4.09 vs. 4.50 and 3.39 vs, Phentermine For Sale. 3.67. Of note this year, buy cheap Phentermine, up-sells show substantially more traction than cross-sells in both of these locations as well as in order confirmation emails (84% vs. 49%). Where can i buy cheapest Phentermine online,

Category-specific tools replicate the in-store experience as closely as possible

Store channels are a factor for 71% of the EG100 merchants and they universally provide store locators on their websites. Today more are actively merchandising (45% vs. 35%) these pages in an effort to get single-channel shoppers to become multi-channel shoppers. Store pickup continues to slowly increase penetration too (28% vs, buy no prescription Phentermine online. Phentermine For Sale, 24%) but logistical issues hamper many from offering this service.

INVOLVERS TO ENGAGE

Merchants seek engaging ways to foster e-commerce via community and social media

Stalwart in this arena, ratings and reviews with a 28% increase in presence (74% vs. Where can i find Phentermine online, 58%) demonstrate that customers want to know they are making the right buying decision and seek confirmation from their peers to help validate purchases. Top rated products share this astounding ascent as 49% of merchants identify them vs. 24% last year; a 104% increase.

Post-order targeted emails that request reviews or product ratings are also a factor with 22% of merchants soliciting this information from shoppers; often with incentives to increase the chance of a response, Phentermine For Sale. Blogs realize a 38% increase over last year (36% vs, online buying Phentermine. 26%) as people become more comfortable with “sharing” information/experiences and merchants leverage SEO benefits.

Among the EG100 sharing increased exponentially by 139% over last year (67% vs. Phentermine samples, 28%) and we believe this is just the beginning as merchants look to further understand the power and viral effects of community. The leading communities tracked are Facebook Phentermine For Sale, (97%), Delicious (88%), Digg it (88%) and Twitter (75%). Links to social networking sites, new metrics this year, are already evident on almost 2/3rds of the sites (60%).Lastly, where can i buy cheapest Phentermine online, mobile commerce is just in its infancy with 13% of the EG100 participating, but we expect to see stronger numbers next year as smaller merchants follow early adopters. Buy Phentermine without a prescription, Wish lists engage and maintain relationships with gift recipients and givers

Although year-over-year penetration does not spike like newer social features, wish lists show steady growth and are valued retention tools for more than 1/2 the EG100 (55% vs. 49%).

"With adoption of more social media, showing monumental increases from last year, Buy generic Phentermine, together with established merchandising tactics, merchants are positioning for growth as the economy improves,” summarizes Freedman. "Making websites easier and more efficient to use, differentiating oneself from the competition, and engaging customers all are strategically essential initiatives to achieve bottom-line growth goals.”

Report available for purchase

A report detailing benchmarks from the e-tailing group 12^th Annual Mystery Shopping Study is available to purchase and download via PayPal or at www.e-tailing.com for $395, Phentermine For Sale.

About the e-tailing group, Phentermine pharmacy, inc.
The e-tailing group, inc. serves as the multi-channel merchant’s eye, bringing a merchant’s sensibility to evolving the multi-channel shopping experience. A Chicago-based consultancy, they provide practical strategic perspectives and actionable merchandising solutions to merchants selling online as well as to enabling technology firms.

For more background about this research study, including a list of merchants surveyed or for additional information on the e-tailing group, inc. please contact Lauren Freedman at LF@e-tailing.com or visit the e-tailing group website www.e-tailing.com.

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